sarah woodjetts​multi channel ecommerce consultant

How SEO Should Be...

SEO is more than just "Search Engine Optimisation". Links, keywords and quality content are all part of the movement towards successful SEO.

Don't get too caught up in worrying about your ranking - this is not the ultimate SEO tool that it used to be. Although it is generally believed that the top three listings on a search engine are the most favoured, it has been shown that search results combining rich text and author tags are getting much higher click through rates, regardless of the fact that they are not top-three search results.

Remember: Rankings do not guarantee success.

SEO requires some technical expertise, but this doesn't mean that it can be palmed off to your IT team. SEO needs more than just technical practise - it is imperative to create remarkable content before anything else. Be sure that your content appeals to the right audience and does what it is intended to do before you work with any IT experts. This means that you won't run any risks of publishing irrelevant content and having to start again with IT teams. Once the content is exactly how you want it, you can then have someone come in and make sure that it scores well technically.

If you're faced with the decision of choosing between link building and content generation, always choose content. This doesn't mean ignore your link building - it means that two or three quality links are better than thousands of irrelevant links. Focus on getting relevant and diverse sources that link to relevant pages; once you've invested in content that can be used for blog posts, webpages, lead generation offers etc you'll find that your content brings more links with them over time.